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Cabela's
It's In Your Nature

RAN IN: United States, Canada

CLIENT
Cabela's

Scott Williams - EVP, Chief Mktg. & E-Commerce Officer
Lee Dolan - VP, Brand Mktg.
Brandon Beck - Brand Manager
Marla Leighton - Sr. Strategist, Retail Mktg.
Mac McCallister - TV Sponsorship, Pro Manager

AGENCY
Ogilvy & Mather *Lead Agency

Dimitri Maex - President


RedWorks *Lead Agency

Bill Davaris - Executive Creative Director
Andrew Ladden - Executive Creative Director
Scott McClurre - Sr. Art Director
Kristin Paulus - Executive Group Director


Tyler Stableford Photography + Film


SUMMARY

Cabela's determined to become the best multichannel outdoor company in the world by the end of 2012. Doing so would mean behaving like a brand, not a direct marketer. Research revealed a true insight: being an outdoor enthusiast is not something you do, it's WHO YOU ARE. The result: It's in Your Nature, a complete, 360 activation that emotionally connected with people to help them identify with the brand. The campaign yielded tremendous results in comparable store revenue, growth in new categories and turnout at new store openings.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Digital/Interactive, Direct, Events, Print, Retail Experience, Sponsorship, TV

Audience: Boomers (45+),Families,Fathers,Men,Mothers,New Audience,Women,Young Men (20-35)

Objectives: Brand relaunch, reposition

Type: Business-to-Consumer

Classification: National

Language: English